Advertising: Any paid form of nonpersonal presentation and promotion of ideas, goods, or service by an identified sponsor.

An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time, advertising objectives can be classified by primary purpose –whether the aim is to inform, persuade, or remind. -Possible advertising objectives:

-informative advertising :

1-Telling the market about a new product,2-describing available service ,3-suggesting new uses for a product,4-correcting false impressions ,5-infoming the market of price change,6reducing consumers fears ,7explaining how the product works.

-Persuasive advertising: Building brand preference ,persuading customer to purchase now, encouraging switching to your brand ,persuading customer to receive sales call, changing customer’s perception of product attributes .

Reminder Advertising: Reminding consumer that the product may be needed in the near future ,keeping it in customer’s mind during off-seasons ,reminding consumer where to buy it, maintaining it’s top-of-mind awareness.

Public relations: press relations or press agency creating and placing

newsworthy information in the news media to attract attention to a person. Product or service .

Product publicity: publicizing specific products.

Lobbying : building and maintaining relations with legislators and government officials to influence legislation regulations

Investor relations: Maintaining relationships with shareholders and other in the financial community

Development: public relations with donors or members of not-for-profit organizations to gain financial or volunteer support.

Newspapers

Television

Direct mail

Radio

Magazines

Outdoor

Internet

-Flexibility; timeliness; good local market coverage; broad acceptability high believability.

-Good mass-market coverage; low cost per exposure ; combines sight, sound and motion ; appealing to the senses.

-High audience selectivity; flexibility; no ad competition within the same medium; allows personalization. -good local acceptance; high geographic and demographic and demographic selectivity; low cost. –high geographic and demographic selectivity; reproducing; long life and good pass-along readership.

-flexibility; high repeat exposure; low cost; low message competition; good positional selectivity.

-High selectivity: low cost; immediacy; interactive capabilities

Short life; poor reproduction quality small pass-along audience.

High absolute costs; high clutter; fleeting exposure ; less audience selectivity.

Relatively high cost per exposure “junk mail” image.

Audio only fleeting exposure ;low attention(“the half-heard “medium)’fragmented audiences

Long ad purchase lead time; high cost’ no guarantee of postion

Little audience selectivity; creative limitation.

Small, demographically skewed audience’ relatively low impact; audience controls exposure .

Product life cycle (PLC)

1-product development begins when the company finds and develops a new product idea. During product development, sales are zero and the company’s investment cost mount.

2-introduction is a period of slow sales growth as the product is introduced in the market. Profits are nonexistent in this stage because of the heavy expenses of product introduction.

3-Growth is a period of rapid market acceptance and increasing profits.

4-Maturtiy is period of slowdown is sales growth because the product has achieved acceptance any most potential buyers. Profits level off or decline because of increased marketing outlays to defend the product against competitions.

5- Decline is the period when sales fall of and profits drop.

Style: a basic and distinctive mode of expression, Fashion: a currently accepted or popular style in

given field, Fed: a temporary period of unusually high ales driven by consumer enthusiasm and immediate product or brand popularity.

Introduction stage: starts when the news products is first launched .introduction takes time , and sales growth is apt to be slow, in this stage , as compared with other stages, profits are negative or low because of the low sales and high distribution and promotion expenses much money is needed to attract distributors and build new product and build their inventories , promotion spending is relatively high to inform consumers of the new product and get them to try it

Growth stage: profits increase during the growth stage, as promotion costs are spread over a large volume and as unit manufacturing costs fall, the firm uses several strategies to sustain rapid market growth as long as possible ,it improves product quality and adds new product features and models, it enters new market segments and new distribution channels . it shifts some advertising from building product awareness to building product conviction and purchase and its lower prices at the right time to attract more buyers .

Maturity stage: at some point a product’s sales growth will slow down , and the product will enter a maturity stage. this maturity stage is normally lasts longer than the previous stages , and it poses strong challenges to marketing management .

Decline stage :sales decline for many reasons including technological advances, shifts in consumer tastes, and increased competition, as sales and profits decline some firms withdrew form the market ,those remaining may prune their product offerings , they may drop smaller market segments and marginal trade channels, or they may cut the promotions budget and reduce their prices further.

Carrying a weak product can be very costly to a firm and not just profits terms. there are many hidden costs.